Five Questions with WE

Scott Stanzel

Managing Vice President, Corporate Communications, Capital One

Scott Stanzel is the Managing Vice President, Corporate Communications at Capital One. Prior to his current role, Scott served in multiple political and government posts, including several U.S. Senate and Presidential campaigns. He served as the Deputy White House Press Secretary for President George W. Bush, and worked at both Microsoft and Amazon before joining Capital One.

WHAT SHOULD BRANDS CONSIDER IN THEIR INFLUENCE STRATEGY?

Influence is about defining outcomes. As a brand, what are we trying to accomplish? How do we tap into the places where our current and potential customers are receiving information? With the changing media landscape, we need to consider all the ways brands can participate and drive conversations with customers—whether that’s in paid, earned, owned or shared media.

WHAT TRENDS WILL CHANGE HOW BRANDS THINK ABOUT INFLUENCE?

At Capital One, we want to be a tech company and bank of the future. We consider our investments in AI and machine learning through the lens of how we can become that real-time, intelligent financial assistant to our customers that helps them feel empowered about their own financial life.

On the flip side, it’s important that we utilize AI responsibly and ethically. I’m excited about our leadership with responsible AI, as financial service companies need to remain thoughtful in that space.

WHAT ROLE SHOULD PURPOSE PLAY IN COMMUNICATIONS STRATEGIES TODAY?

From my perspective, there are two reasons people are increasingly looking to companies to have a point of view. First, the erosion of trust in our institutions of government and their dysfunction plays a big part in that. If the government isn’t going to do something, then maybe these large entities can take action. Secondly, we have become savvier consumers now that we have more information available at our fingertips. Consumers want to know that they are doing business with a company that is respectable and shares their values.

WHAT PODCAST ARE YOU LISTENING TO RIGHT NOW?

I’m a huge podcast fan! Right now, my go-to queue includes The Indicator, Freakonomics, Planet Money, Hidden Brain, I’ll Tell You What, and This Week in Tech. My favorite podcast of the last year has been Slow Burn from Slate.

IN ONE SENTENCE, WHAT’S THE BEST PIECE OF CAREER ADVICE YOU WISH YOU COULD GIVE YOUR YOUNGER SELF?

Be brave and take risks. Say what you want and go after it. You are responsible for building the career of your dreams.